The Bharatiya Janata Party (BJP) is preparing a month-long nationwide outreach campaign to mark Prime Minister Narendra Modi’s birthday on September 17 and commemorate 25 years of his public life and his 76th birthday. The ‘Seva Sankalp Abhiyan’ will run from September 17 to October 17, with a series of service-oriented programmes, public outreach initiatives and events aimed at highlighting the Prime Minister’s political journey and the government’s welfare schemes.
The campaign comes as Modi completes 25 years in public office. He became Gujarat chief minister on October 7, 2001, before becoming Prime Minister in 2014. BJP president Nitin Nabin said the party would use the month-long programme to take the message of Modi’s “25 years of public service” to people across the country.
Blood donation, lamp-lighting and cleanliness drives
The campaign will begin on September 17, which the BJP plans to observe as ‘Seva Diwas’. Blood donation camps will be organised across the country, while an ‘Ashirwad ka Diya’ programme will see people lighting lamps at their homes at 7 pm.
The BJP has said beneficiaries of various government welfare schemes will also participate in the lamp-lighting programme as a gesture of gratitude towards the Prime Minister.
A major cleanliness campaign is planned for October 2, Gandhi Jayanti, continuing the BJP’s annual focus on cleanliness and public participation. Schools are also expected to organise painting, drawing and speech competitions centred on Modi’s public life and the party’s vision of a ‘Viksit Bharat’. 
The BJP’s programme will extend beyond ceremonial events. The party plans youth-oriented initiatives, including yatras, village meetings and interactions with farmers, young people and other sections of society.
Under the ‘Seva Setu Abhiyan’, camps will be organised to help people access government welfare schemes. The programme is expected to focus on those who may have been unable to access benefits relating to health, housing, pensions and other welfare measures.
The party also plans innovation-related activities for students, start-ups and professionals, along with ‘Sushasan Samvaad’ programmes involving elected representatives at the grassroots level.
The BJP’s youth outreach will include a series of Seva Yatras linked to Modi’s political journey, including programmes connecting his birthplace Vadnagar with Varanasi, his parliamentary constituency. The wider campaign is intended to connect Modi’s political trajectory with the party’s narrative of development and governance.
Bengal BJP plans its own campaign
The West Bengal BJP has also drawn up a state-specific programme as part of the nationwide campaign. The state unit plans to light ‘Ashirwad Pradips’ across booths and homes on September 17, while also organising a Seva Jyoti Yatra and camps to help people access central and state welfare schemes.
West Bengal BJP president Shamik Bhattacharya described Modi’s 25 years in administration as historic.
“On October 7, Prime Minister Modi will complete 25 years in administration. This is history created by Modi. Many have become prime minister and chief minister, but no one other than PM Modi has stayed in administration for 25 years,” Bhattacharya said.
The state BJP also plans to highlight the experiences of families who have benefited from government schemes through social media and public outreach programmes.
Nabin has sought to frame the celebrations around the theme of public service rather than a conventional birthday programme. He said Modi’s journey represented a transition from “public service to service of the nation” and argued that the campaign would communicate the party’s assessment of his tenure to citizens.
The BJP has also linked the campaign to its broader ‘Viksit Bharat 2047’ goal, with programmes planned around governance, social welfare, cleanliness, youth participation and community service.
The month-long campaign will conclude on October 17, with a programme centred on good governance and public service. The BJP expects the exercise to combine political outreach with service activities across states and at the grassroots level.
